The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 14 December 2023
Issue publication date: 27 February 2024
Abstract
Purpose
Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products.
Design/methodology/approach
An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined.
Findings
The results demonstrated that individuals with lower trust propensity responded more positively to a microinfluencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the megainfluencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity.
Practical implications
The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain.
Originality/value
Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.
Keywords
Acknowledgements
The authors would like to thank Jooyoung Uhm for her contribution to developing stimuli for this paper.
Citation
Kim, T. and Yoon, H.J. (2024), "The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity", Journal of Product & Brand Management, Vol. 33 No. 2, pp. 192-206. https://doi.org/10.1108/JPBM-03-2023-4376
Publisher
:Emerald Publishing Limited
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